Alan Brazil, the Talksport host, was branded a “proper dinosaur” live on air by a co-presenter for claiming “people around the world are not bothered” about Manchester United’s women’s team.

The former United and Scotland forward has been dismissive of colleague Shebahn Aherne as she discussed a behind-the-scenes “Project 150” Ineos initiative to deliver success for the men and women’s team.

Under the umbrella of the Old Trafford project are “Mission 21” – a blueprint to bring the Premier League title back to Old Trafford – and “Mission 1”, an ambition to win a first Women’s Super League.

However, Brazil told Aherne that the fans are “not bothered” about the fortunes of United’s women’s team. “Women’s football is getting more important now but when you talk about Manchester United, this is the men’s we’re talking about,” Brazil said. “The Premier League when we’re talking about mission impossible, not the women’s.”

Aherne was taken aback by the claim but when she insisted fans do care about the women’s fortunes, Brazil doubled down. He added: “It isn’t [a priority]. I’m sorry, people around them are not bothered. It is true. They’re not [bothered]. Within the bigger picture, they’re not.

“No, the bigger picture is fans want to see Manchester United in the Premier League challenging. That’s the bigger picture. It’s not that important compared to the bigger picture. I’m not going to sit here and lie because it’s not.”

In a furious response, Aherne then replied: “Al, stop being like that. You sound like a proper dinosaur this morning. I don’t know why you’re being like that.”

Brazil refused to back down, however, and as he said “you’re kidding yourself”, Aherne added: “That’s unbelievable from you. You’re the one with the granddaughter playing football, listen to yourself. Right now that’s important.”

The discussion came after The Times had first reported how Ineos’s Sir Dave Brailsford was leading Mission 21 and Mission 1. Both projects sit under United’s broader Project 150 initiative, presented by Omar Berrada, the chief executive, last autumn and linked to the club’s 150th anniversary in 2028. Berrada, Jason Wilcox and Collette Roche are all leading figures in Project 150.

The on-air sexism row comes amid unrest elsewhere at Talksport over Jermaine Jenas’s return to punditry duties this weekend for the first time since his sacking by the BBC.

The return to British airwaves for the 41-year-old is said to have seriously dismayed some staff at the radio station, which has Premier League rights.

Jenas lost his Match of the Day and The One Show jobs over claims he sent explicit texts to colleagues, but has already picked up work for overseas broadcasters.